The survey is in response to demand from the association's members for best practice initiatives, the DMA said. Research body tank! has been appointed to the task.
Data will be initially collected from e-mail service providers. This will include types and volumes of e-mail activity, delivery and response metrics, deliverability issues and key success criteria.
"It will give the industry players a measure for assessing their performance," said tank! founder Sean Larranton-White.
See DMA Forum, pages 47-49.
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